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The Africa Channel Makes a Big Splash

October 30, 2012

We try to stay away from touting our own horn, but we couldn’t help share this exciting news! Representatives from The Africa Channel attended this year’s NAMIC (National Association for Multi-Ethnicity in Communications) Conference at the New York Hilton.  We’re pleased to say, we placed third in the 2012 Grassroots Marketing Category for our “Black History: Know Your Heritage” campaign after winning first place in 2011. During Black History Month, The Africa Channel Marketing Department went to work encouraging media personalities and celebrities such as Sheryl Lee Ralph, Richard Dent, and Anthony Anderson to trace their ancestry. With the help of Gina Paige, Co-founder of African Ancestry, Anthony and Sheryl both learned of their Cameroonian roots while Richard’s lineage was mapped back to Sierra Leone.

Darrell Smith, our VP of Marketing and Community Development, speared the efforts and accepted the national award on behalf of the company. While there was some tough competition, Darrell believes the purpose behind the effort is what ultimately shined through. “The Know Your Heritage campaign has two goals,” says Smith.  “Culturally, blacks in the Diaspora discover their African roots by way of DNA. Socially, it gives them better sight to understand where they are going.”

With the participation of our radio station partners and their on-air talent including Kim Amidon (The Wave 94.7 FM in Los Angeles), Ramona DeBreaux (V-103 in Atlanta) and LaBron Joseph (KEMZ in Baton Rouge) combined with cross-promotional television efforts, and our affiliate cable partners, we believe that this campaign is just getting started.  Knowing your ancestry isn’t just about pin-pointing the country of your origin, it’s about acknowledging your legacy and using it to shape your future.

For more information on NAMIC, please visit: http://www.namic.com/

For more information on African Ancestry, please visit: http://www.africanancestry.com/index.html

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